Ultimate Guide To Facebook Advertising [Part 1] – Planning


Let’s face it.

There are probably hundreds (maybe even thousands) of guides and blog posts on Facebook Advertising.

Here are just some that you can find by searching through Google:

Facebook Guide On The Web

The problem is that many of these guides focus on the technical parts of Facebook Advertising e.g. setting up a fan page and setting up a new campaign on Ad manager.

Very few of them show you how to actually plan, setup and manage a campaign to profit.

And that’s precisely why we decided to create this guide for business owners and marketers all over the world.

This guide will serve as an introduction to Facebook Advertising. However, unlike other basic guides, it will cover a wide range of topics for beginners and intermediate marketers.

If you are just starting out, read the guide from part 1 to the end to get an overview

This Ultimate Guide to Facebook Advertising is broken into 7 Parts as follows:

Part 1: Planning 

  • Why FB advertising
  • The 4 Main Objectives To Facebook Advertising
  • LOCK Formula – The Key To A Successful Facebook Campaign

Part 2: Research

  • Ideal Customer Avatar For Your Product/Service

Part 3: Offer

  • How To Create An Irresistible Core Offer

Part 4: Funnels

  • Proven Funnels
  • Creating A Converting Landing Page

Part 5: Ad Copywriting

  • The Essentials For Every Ad Copy

Part 6: Setup

  • Tracking Conversions Using The Facebook Pixel
  • Setting Up Your Facebook Campaign

Part 7: Management

  • Campaign Management For Profit

If you have set up Facebook advertising campaigns before, you can look through the parts, pick and choose the topics you want to read about.

Now, let’s get started.

Why Facebook Advertising?

Many of you reading this probably have your own reason for starting on Facebook Advertising.

You probably read something about advertising on Facebook from different sources and websites.

However, it’s important to understand just how powerful Facebook advertising can be – especially if you’re running a small business or startup.

For one, Facebook has one of the biggest reach for a social network, with 2.8 billion active users across the world. In terms of engagement, unlike platforms like LinkedIn, Facebook has the widest number of active users.

Comparison Of Monthly Users Between Platforms

(Image Credit – techcrunch.com)

It is also advertiser-friendly.

Over the years, I have seen Facebook grow from a new kid in the block to a full-fledged advertising giant.

It continuously upgrade its platform to make it easier and faster for advertisers (especially newbies) to get started.

Facebook has some of the best targeting options in the world, allowing you to target users with specific advanced demographics:

Facebook Advanced Targeting Options

And many of the features it launched e.g. custom audience, video metrics changed the game for many advertisers.

Facebook is also one of the few platforms where your ads (if done well) can go viral.

Facebook Ads Can Be Viral

This means the more people engage with the post, the more likely you’ll see it on their newsfeed or their friend’s newsfeed. This means you spend less to reach more people.

Now, I don’t want to give you the impression that Facebook works for every kind of business under the sun.

Because of the nature of the platform, Facebook is best for B2C businesses with a unique product or service related to enjoyable activities. Some examples include:

  • Health & Beauty
  • Entertainment
  • Travel
  • Food & Beverages
  • Gaming

It doesn’t mean that Facebook cannot work for the rest of the business. My clients and team have run campaigns for “boring” and “serious” niches like Finance and got good results.

Successful Finance Niche Facebook Ad

It’s just that you’re likely to spend more to acquire customers if your business does not belong to the above categories.

Now that we’re clear about the benefits of the Facebook, let’s get into planning your profitable Facebook campaign.

The 4 Main Objectives To Facebook Advertising

The most important thing you need to do is to know what is the objective you want to achieve with Facebook ads.

We usually split digital marketing objectives into 4 types

  • Awareness – getting more people to know about your brand.
  • Engagement – getting more people to engage with your brand. Video views fall into this category of objectives.
  • Leads – getting more people to opt into your list – this could be an email list or messenger subscriber list
  • Sales – getting more people to purchase your product or service

Now, the way we define objectives is different from the campaign objectives you might see on the Facebook’s ad manager. We will show you how to translate these objectives into your Facebook campaign objective later.

In order to define an objective, we go back to the SMART framework for setting any kind of goal. Your objectives should be:

SMART Framework For Facebook Advertising

Here are a few examples of SMART objectives:

  1. Awareness: Reach 100,000 people from Jakarta and Malaysia in the next 30 days.
  2. Engagement: Get at least 50 shares per Facebook post. Get 10,000 video views (at least 50% video viewed)
  3. Leads: Get at least 10,000 email subscribers within the next 30 days.
  4. Sales: Get $100,000 of sales with a 1.20 return on ad spend (ROAS)

One of the questions we usually get is which objective is the most important? Well, it really depends on your business and what you want to focus on at this moment.

If you’re building a new brand or launching a new product, awareness objectives become more important. However, we prefer not to overly focus on awareness because it might not actually lead to leads or sales.

If you are looking to build a relationship between your brand and the target audience, you want to focus on engagement objectives. In terms of engagement, we prefer to use shares,

Since the purpose of an article is to show you how to create a profitable campaign, we’re going to focus on setting up a profitable campaign for your product or service.

LOCK Formula – The Key To A Successful Facebook Campaign

We’re going to introduce you to a marketing formula we have been using for the last 5+ years that helped build the business.

It’s a formula that has generated millions of dollars of sales for our company and our clients.

The best part is… it can be applied to every marketing campaign you want to run on any channel, online or offline.

Since this guide is about Facebook, we’re going to explain how this formula can be applied to your Facebook campaign.

The LOCK formula stands for:

  • Lead
  • Offer
  • Copy
  • Key Traffic Sources

LOCK Formula For Facebook Advertising

We’ll give you a brief introduction to each of the above.

In the next few sections, we’re going to go in-depth into each of them so you have full clarity about how you can use this formula to build a highly profitable Facebook campaign.

When we talk about “lead”, we’re not talking about an email address or phone number alone. We’re really talking about your ideal customer avatar – or the type of customer you really want.

Once you are clear about the type of customer you want, you’ll craft an “offer” specific to the ideal customer. You can create an irresistible offer specifically for the ideal customer.

If you are running an engagement post, your offer refers to the content you are sharing. If you are going after leads, it will be your lead magnet. Or if you are going after sales, it is about how you package your product or service.

Now that you have a specific customer in mind and an offer, you want to craft the right copy to attract the customer and get them to take action on your offer. “Copy” can refer to your ad copy or landing page copy.

Lastly, once the first 3 elements are in place, we’ll start planning the key traffic sources we want to tap on.

Remember that other than Facebook, there are dozens of other high quality traffic sources you can tap on to get more customers.

Different Types of Traffic Sources

We cover all of these in our guides within our “GrowthX” membership.

Click here to find out more about GrowthX

Keep this formula in mind as we go through the rest of the sections in the guide. It serves as a guideline for planning our Facebook campaign.

And to start off, we will be diving into the first part of the LOCK Formula: “Lead”.

In Part 2, we will show how you can find the ideal customer for your product/service.

Click here read Part 2


About the Author:

Adam Teow is a Customer Acquisition Expert who has managed more than $5.5million dollars of advertising budget over his 5 years of experience in digital marketing for regional powerhouses such as P&G, Yahoo, and MediaCom.